Download Rethinking Reputation: How PR Trumps Marketing and Advertising in the New Media World AudioBook Free
Good pr is no longer just icing - it's a strategic essential more important to your competitive success than even advertising or marketing. That is true whether you're a century-old multibillion-dollar organization or a penniless startup. In Rethinking Reputation, pr guru Fraser Seitel and John Doorley, founder of the Academy for Communication Brilliance and Authority at Johnson & Johnson, look at a remarkable new set of circumstance studies - including the BP essential oil spill and the introduction of CitySlips - to glean the PR dos and don'ts for the new advertising world, covering both standard reputation maintenance and problems management. They also show start-up companies and entrenched organizations how to use the power of word-of-mouth to jump-start business like never before. That is a wake-up call from two industry legends - for pr pros as well as business people, CEOs, and other people tasked with representing their corporation to the entire world. These new advertising lessons include:
- Keep in mind that research is cheaper, and even more critical, than ever before.
- Don't allow perfect be the foe of the nice - start your idea before someone else does.
- Don't get so worked up about social advertising that you just forget about traditional advertising.
- In an emergency, you are never offstage.
- Never lay, never whine, rather than try to predict the future!
